Category: Public Relations

Keep Calm and Communicate

Dana PhelpsBlog, In Our Community, Public Relations, , , , , 2 Comments on Keep Calm and Communicate

As I sat around the conference table with fellow Raleigh public relations professionals for our NCPRSA board meeting on Wednesday, the snow began falling and whirling and swirling outside the windows. Thirty minutes earlier, I had boldly proclaimed to my team that I just didn’t believe “it” was going to happen. (But I packed a bag just in case that morning.)

Getting a room of PR people to abruptly end a discussion is no easy task, but one that was done when we were told under no uncertain terms that the building was closing. Our cars were covered and the lanes of the streets were no longer distinguishable by the time we got to the parking lot. That didn’t stop us from doing what everyone else did at that exact time — attempt to make a break for it! Yes, we all knew what happened in Atlanta earlier in the month, but that didn’t stop us from rushing to the safety of our own homes, needing to pick up our children or succumbing to the panic of a milk and bread shortage.

I had to make a game-time decision between joining my family at home or returning to The Clairemont House, knowing that my choice would determine where I would likely be “stuck” for the following days. With a scheduled dinner with out-of-town clients staying near the office, I decided to head downtown. Hey, one of them is Canadian, and I knew she’d never let me live it down if I cancelled over a couple of snowflakes! So, after it took 2.5 hours to drive 10 miles, I put my car in park (at the office for the next three days) and myself in observation mode. I knew it was about to get interesting.

The snow continued, businesses closed and fiery traffic accidents became the topic of national news. Most of the restaurants had closed, and we altered our dinner plans. I marveled at the most quiet downtown Raleigh scene on my walk to the Marriott to join our clients. With few choices, we decided to dine there. Enter smart communications observation #1.

The lobby, bar and restaurant of the Marriott became a makeshift home of winter storm hostages. Our clients included people from around the country, as well as a local who couldn’t make it home. Our fellow refugees shared similar stories. Some had cancelled flights. Some didn’t get out of their downtown offices soon enough. While many embraced the spontaneity like schoolkids on a snow day, for others, tensions ran high. For Raleigh Marriott City Center, it now had to figure out how to service a sudden surge in guest numbers with a short staff. Screen Shot 2014-02-16 at 3.04.18 PM

The hotel rose to the challenge. As soon as we nabbed an open table in the bar area, the server let us know that if we planned to order food, they were working on a limited menu due to being understaffed, and she listed the four or five items available. She was friendly and direct. She let us know right away before we looked at the regular menu and got our hearts set on something we couldn’t have. The beauty of this simple and clear verbal communication was reinforced by the customer service actions all around us. The suited manager was busing tables. The always-smiling bartender had been there since the morning shift. I never saw a Marriott staff member look frustrated, nor did I hear anyone complain.

Across the Triangle the next night, Carolina Theatre decided the show must go on despite the fact that the weather kept many ticket-holders glued to the local news instead of enjoying a live performance by Sharon Jones and the Dap-Kings. After much criticism for this decision involving the upholding of its refunds policy, enter smart communications observation #2. Theatre management issued a statement on its blog called, A Letter to Angry Fans Concerning the Weather.

Having worked at a performing arts center early in my career, I understand that you simply can’t reschedule a stop on national tour. I’ve also found that people who work in arts organizations typically do it as a labor of love for the arts and the community. The letter reminds readers that the target of angry and threatening comments, which can be expressed through impersonal, online channels, are people. People who are most likely hardworking, community-supporting neighbors. Extra kudos to Carolina Theatre for continuing to evaluate the feedback (despite the harshness) and respond by offering tickets to an upcoming show.

The snow began to melt on Friday morning. Having been away from home since Wednesday morning, I was busy trying to wrap up work for the week when smart communications observation #3 was delivered to my inbox. A letter from Triangle Business Journal’s publisher, Bryan Hamilton, let me know that this week’s print edition was coming, albeit a little late. In addition to really admiring the tone of the note below, I think it conveys that the TBJ staff really tried to make it happen. And when they knew it was time to accept defeat, they shifted gears to anticipating their customers’ questions of when will I get it and what can I do in the meantime? Providing instructions on how to get the content online was absolutely brilliant, and I received this email before I would have typically received the print edition on my doorstep, leaving no time to even ask the question, “Where is my TBJ?”

Screen Shot 2014-02-16 at 2.50.20 PM

Bravo, Marriott! Bravo, Carolina Theatre! Bravo, Triangle Business Journal! Also, my hat is off to the NC State students who helped stranded motorists, our local news crews who worked around the clock to provide updates, our fire/police/emergency responders, Clairemont client PDQ for delivering free food to those stranded and those helping others, and the Thursday lunch staff at The Raleigh Times (who might have also been the dinner staff and the late night staff) for embracing the “we can’t go anywhere, we might as well drink beer” mentality of its wall-to-wall patrons who had very few choices of open places in downtown Raleigh.

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Fashion Week Inside Scoop

Tracy LathanBlog, Fashion, Public Relations, Raleigh PR Agency, 1 Comment on Fashion Week Inside Scoop

It’s always nice to know people in high (fashion) places. My sister works for New York based designer Rebecca Taylor, so I got the chance to attend my first New York Fashion Week runway show this past weekend. A lifelong style devotee myself, I was beyond excited. And the experience did not disappoint…socialites, fashionistas, lots of black, plenty of attitude, incredible clothing and even a few celebrities. And only at fashion week would you see hundreds of women wearing open toe Louboutin stilettos teetering down streets covered in mountains of snow and ice. I loved every minute.

What I also really enjoyed was the production of the show itself. As a PR professional, I have orchestrated countless events and could relate to the sleep deprived, over-stressed girls running around. From the lighting and the music to the seating chart and the media interviews, it was evident that countless hours of planning went into executing a show of this magnitude. And although there were probably hiccups and missteps along the way, as an observer from the sidelines, it looked as though everything went off without a hitch.

And the collection itself was amazing. Rebecca Taylor is known for her feminine details, but this collection had more of an edge to it. She paired soft ice blue sweaters with more structured pieces and jackets. Lots of hardware and zipper details. And while it all looked great on the runway, it was also a very wearable collection. I already have a few things on my wish list!

Takeaways were, fashion is a true art, my sister’s job is fabulous and the same rules and challenges come into play for planning events – glamorous or not. Here is a link to all the looks from the show Rebecca Taylor Fall 2014 Runway Looks, along with a few pictures I snapped.

Rebecca Taylor's newest designs.
Rebecca Taylor’s newest designs
Waiting in line for them to find our names on the list.
Waiting in line for them to find our names on the list.
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Pitch Perfect

Tracy LathanBlog, Marketing, Professional Development, Public Relations, 1 Comment on Pitch Perfect

Those of us in the PR business have no doubt been asked by a client at one time or another, “How do we get more media coverage?” Unfortunately, the answer to this question is never simple since there are a lot of moving targets in terms of why some stories get covered and some do not. And, while a good story is a good story, I have found that the strength of the pitch is often the deciding factor in what ends up in the media.

Successful media pitching is an acquired skill…one that takes time, and often many failed attempts, to master. While there are always new techniques to learn and approaches to try, here are a few tips that have served me well over the years.

1.Tell a good story. Everyone loves a good story. A well told story can bring the most boring of product launches to life. Stories are personable, relatable. Here’s a great example…the goal was to help our client, C.J. Scarlet, create buzz and awareness about a new device she was bringing to market. But, it was her personal history and background that intrigued the reporter and made it an interesting story. Clayton woman’s high-tech jewelry packs crime-fighting punch.

2. Pick up the phone. With email and all the social channels readily available at our fingertips these days, it can be easy to forget to just pick up the phone. In my experience, the best media pitching successes have been when I was able to talk to a reporter live on the phone and pitch the story to them directly.

3. Think like the audience. Always think like the audience while planning your pitch. What aspect will be most relevant to them? Then, be sure to acknowledge the target audience in your pitch. For example, “I wanted to let you know of a new product that will be of interest to your readers…”

4. Tie your story to a larger trend. You will have a much better chance of getting a reporter or blogger to cover your story if you are able to connect it to a larger trend. Look for national news stories or trends and find a way to make a connection. Last year, we were introducing a revolutionary doorknob and decided to lead with the pitch of how families are very busy these days and often have their hands full, rather than focusing soley on the doorknob. Tying the doorknob pitch to a larger trend translated into prime media coverage, including this story from Handy Magazine: Become a One Trip Champ.

5. Timing is everything. This cliché could not ring more true in terms of media pitching. While we certainly can’t control a natural disaster or other emergency situation, you want to make sure there is not a big event or media story breaking when you plan to contact a reporter. It’s also important to consider time of the day and day of the week depending on who you are pitching. Which brings me to my next point…

6. Do your homework. Regardless of if you are pitching a Wall Street Journal reporter, or a local food blogger, it is critical for you to do your homework. Check out what types of stories they usually cover and read what they have covered recently before contacting them. Find out how they like to be contacted and what time of day might be best.

Like I said, media pitching is an art that takes time to master…so if you’re looking for media coverage for your business, make sure to find a PR team that is well-versed in the art of media relations. Interested in more? See our award-winning media relations for Triangle Family Services’ 10th Annual Gingerbread Benefit.

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Is a creative spark just a Tweet away?

Margot HorganBlog, Public Relations, Social Media + Influencer Engagement, , , , 1 Comment on Is a creative spark just a Tweet away?

Have you ever turned to social media to overcome a writer’s block or creative drought? And, no, we’re not talking about aimlessly scrolling through Pinterest or photo stalking your Facebook pictures from eight years ago. We’re talking about taking the vast amount of knowledge and ideas that are available through social media and using them to create something amazing. As professionals in an industry where it literally pays to be creative, it’s important to always be looking for our next creative spark. As you’ll see below, our intern Sam is using Twitter to surround herself with a creativity brain trust of sorts to keep her mind in the know and her creative juices flowing. 

As public relations professionals, it’s our job to be creative.

Briefly, public relations is all about communicating the right message to the right people at the right time through the right medium. On the surface, it sounds as if it could become a bit formulaic. But, if we do it correctly, it won’t. Yes, all good PR plans have discernable goals, objectives, strategies and tactics. But, in true one-size-does-not-fit-all form, one PR pro’s trash has the potential to be another’s treasure; creativity can make all of the difference.

It takes a creative mind to come up with a message. It takes a creative mind to figure out how to move people to care or to act. And, it takes a creative mind to leverage the right medium in the right way. Oh, and at the risk of sounding redundant, it also takes creativity to pitch those stories that don’t exactly draw media in; to handle sticky client situations; and to win new client accounts.

Now that we’ve got the important buzzword of “creativity” out on the table, where can you go to find that creative spark? Most recently, I’ve turned to Twitter.

In a world where we’re on the go, yet still need to be in the know, knowledge in the form of 140 characters can be the perfect inspirational spark. Follow current events, academics, think tanks, industry leaders, inspirational speakers, tech news, communication news, trend reports and more.

Here are some of my favorites to get you started, though you can check out my ever-changing list here:

  1.  @medium — Everyone’s stories and ideas.
  2. @upworthy — Things that matter. Pass ’em on.
  3. @trendwatching — Trendwatching.com is an independent consumer trends firm, relying on two thousand spotters worldwide.
  4. @contagious — Contagious is the global authority on the intersection of marketing communications, consumer culture and emerging technology.
  5. @WarcAmericas — Warc is a knowledge service giving access to the best thinking, the best research, and the best practices globally.
  6. @mintelnews — Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, analysis and critical recommendations.
  7. @springwise — Springwise scans the globe for smart new business ideas, delivering instant inspiration to entrepreneurial minds.
  8. @coolhunting — Cool Hunting is a daily update on ideas and products in the intersection of art, design, culture and technology.
  9. @PSFK — Inspiring creative business.
  10. @PRdailynews — The Best Daily Public Relations and Corporate Communications News. Knowledge hub for smart comm pros in a digital age.
  11. @PRDaily — Official feed for http://www.PRDaily.com . Your one-stop shop for news on PR, marketing, social media & more.
  12. @FastCompany — Official Twitter feed for the Fast Company business media brand; inspiring readers to think beyond traditional boundaries & create the future of business.
  13. @mashable — News, resources, inspiration and fun for the connected generation.
  14. @TheThinkTankPR — PR Team at The Think Tank, integrated marketing and PR agency in Clerkenwell, London – http://www.thinktank.org.uk.
  15. @TED — The OFFICIAL feed for the daily TED Talk. Only new talks are posted here.

And so, I challenge you to cultivate a library of brains to virtually surround you. I promise, you’ll be better (and more creative) for it.

Where do you look for creative inspiration? Any Twitter handles I should add to my list?

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Strategies, Goals, Objectives…Oh My!

Tracy LathanAPR, Blog, Marketing, Professional Development, Public Relations, , , 1 Comment on Strategies, Goals, Objectives…Oh My!

Have you ever been writing a PR plan and found yourself questioning whether something was an objective or a strategy? I know I have.  It can be easy to get confused, but when I was studying for the APR a few years ago, I found some helpful guidelines from the PRSA APR Study Guide as follows:

Goals

Keep these few in number. Identify no more than three to five. One may be enough.

Be consistent with management goals and mission.

Think in terms of end results, not process alone.

Objectives

Think in terms of the awareness, attitude or action you desire—not the process but the end result.

Articulate with verbs that reflect changes in awareness, attitude, or behavior: Recognize, acknowledge, know (awareness); favor, accept, oppose, believe (attitude); and purchase, participate, endorse, discard, write, visit (behavior).

Phrase objectives in terms of specific results you desire, and what you think is possible.

Each objective should cite an audience, outcome, attainment level (%) and time frame. (Example: At 
the end of six months, 65 percent of employees will be in a car pool or ride-share program.)

The same objective may fit a number of audiences but strategies may need to be different.

Strategies

The military definition is the science and art of employing political, economic, psychological and military forces to support policies or achieve goals; to meet the enemy under advantageous conditions.

In planning, how will you approach the challenge of working toward your objectives? On what can you build or take advantage in your situation? What devices will you employ?

Your strategy may describe the diplomacy, psychology, philosophy, themes and appeals you will use, or the message you will convey.

It may describe how you will work with community groups.

You probably will have several strategies for an objective.

Some strategies may serve several objectives.

Vehicles or channels you will use to communicate can appear here, or in tactics or activities.

Examples include media relations, third-party endorsement and public engagement.

Tactics

How will you use your resources to carry out your strategy and work toward objectives?

You can have several tactics per strategy.

These serve as specific elements of a strategy or specific tools, more specifically “how to.”

Examples include meetings, publications, tie-ins, community events, news releases, etc.

 

Here is another great post that tackles The Difference Between Strategies and Tactics. Hope you found these tips to be helpful…if so, print them out and use as a quick reference next time you are working on a PR plan!

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